The Ask: Make Generation Z 'crave' AT&T
The Target Audience: Generation Z and young adults in the U.S.
Role: Brand Strategist & Pitch Team Member in the Lynn University National Student Advertising Competition Team, 2025
It Just Clicks is a multi-platform campaign specifically designed to work in conjunction with AT&T’s slogan and purpose—Connecting Changes Everything—and deeply resonate with Generation Z. It taps into the universal desire for connection by celebrating the magic of finding your people—those who truly understand you, share unspoken bonds and create a sense of belonging. Whether it’s a subtle nod, a shared meme, or a united cheer, these connections define connecting... and Connecting Changes Everything.
It Just Clicks is all about finding YOUR people—the ones who just get YOU. It’s YOUR crew, squad, or team that feels like home, no matter where you are—the ones who "get" you on every level. They understand your weird jokes, know what you’re thinking with just a look, and show up for you without needing an invite. The campaign showcases effortless connection: a perfect fit between people that feels natural and transformative. The tone combines relatable humor and surprising twists in everyday situations to captivate and engage Gen Z’s attention. It’s effortless. It’s fun. It’s magic. It Just Clicks.
The Vibe: Real, relatable and totally in sync with Gen Z’s energy, the It Just Clicks campaign brings everyday moments to life—but with a twist. It has humor that will make you snort-laugh and scenarios that feel so you. It’s about being real, being authentic, and finding your clique in the middle of all the chaos.
Menu: Click What You Want to See
Strategy:
How We Made It Click
It Just Clicks is a hyper-focused campaign that segments the target audience beyond basic demographics. It specifically customizes various channels and platforms using designated market areas, which serve as career and social hubs to Gen Z.
Hypersegmentations:
DMA's
Traditional TV & Streaming
The It Just Clicks campaign features a series of ads using quick, LOL-worthy videos… think of relatable storylines with plot twists. Sixty-second ads will appear on traditional TV during live sporting events, particularly NCAA sports, the WNBA and NBA, the College Football Playoffs, and March Madness. Ad Selector will be used to amplify personalization efforts and enhance ad placements in the selected DMAs. The ads will air during high-Gen Z engagement periods. For the younger side of Gen Z, sixty-second ads will appear on SVOD and will be featured on Hulu, Roku, and YouTube to target Gen Z "cord-cutters" (non-cable subscribers).
Roku Home Screen Take Over:
Roku is Gen Z's number one TV streaming platform. "Nearly 60% of Gen Z has Roku as their TV operating system" (Roku Advertising, 2024). The platform's customizable home screen interface offers prime real estate for ad placements. About 85% of Roku subscribers have watched popular screensavers scroll by as they take their streaming breaks.
The design insures to capture the attention of Gen Z viewers with its playful design, bright colors, and modern take on the AT&T brand, while incorporating "It Just Clicks".
DMA Advertising
Digital Billboard:
To increase reach and frequency, digital billboards in select DMAs will be used to keep AT&T “top of mind” and directly interact with Gen Zers’ daily rhythm—on the way to work and home and everywhere in between. The billboard will feature user-generated content collected from AT&T’s social media platforms through a series of posts asking followers to share their life moments, such as “Show Us Your Clique.” Participants will have the opportunity to have their picture featured on a billboard in some of the largest cities and iconic places, including Times Square.
5G Lounges:
Using these DMAs as a backdrop and each city's vibrant, local culture, the It Just Clicks campaign will utilize already established Gen-Z events to create experiences exclusive to AT&T users. These events include Lollapalooza, U.S. Open of Surfing, Sneaker Con, and the 2026 FIFA World Cup.
AT&T executions at these events include:
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Interactive 5G Zones: AT&T AR/VR experiences powered by 5G, such as virtual meet-and-greets with artists
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Branded Charging Lounges: Charging stations with Wi-Fi and live stream screens
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Social Walls: Featuring user-generated content centered around connection
Experiential:
Connecting On A Whole New Level
In-Store Activation:
The It Just Clicks campaign is taking the magic of connection into AT&T stores and at Target stores with AT&T kiosks in the selected DMAs. With in-store activations, Agency 576 is tapping into a space where people are already shopping—and turning it into a hub of connection.
What if you could experience the thrill of a college football stadium or the energy of a WNBA arena without leaving the store? Shoppers can slip on a VR headset and instantly find themselves courtside at a WNBA game or in the end zone at a college football stadium—Connecting everything you love through AT&T.
AT&T x Fortnite:
AT&T and Fortnite will bring players together with It Just Clicks, a month-long contest celebrating creativity and connection. Each week, players will submit their best “highlight clips” using #ItJustClicks for a chance to win Commander Click, an exclusive AT&T skin, plus 25,000 V-Bucks and a feature in Click City, a new high-tech location on the map designed for shared experiences. With every highlight, strategy, and clutch moment, AT&T keeps players connected both in the game and beyond.
MYLO Safety App:
A newly designed, free AT&T app, Mylo was created to connect loved ones in a time of an emergency. Mylo, which stands for “my loves,” allows AT&T subscribers to register up to five contacts. If a registered number calls 9-1-1, the AT&T account holder would be notified immediately via the Mylo emergency alert text. The text would identify which phone number called 9-1-1, the nature of the emergency, and the GPS location when the 9-1-1 call was placed. Mylo is exclusive to AT&T users, creating value for AT&T subscribers and a bit of FOMO for non-users.
It Just Clicks Food Tour
During research on platforms like Reddit, a recurring theme emerged: an overwhelming number of young adults, primarily aged 21 to 27, were seeking advice on how to meet people and make friends after relocating to a new city for their careers. This insight highlights a clear opportunity to foster connection and community through shared experiences. The food tour capitalizes on the It Just Clicks campaign launching in Tier 1 DMAs (which just so happen to be great “food” cities such as New York, Chicago and San Francisco). The It Just Clicks Food Tour builds community and drives real-life social sharing while playing up Gen Z’s love for authenticity and inclusivity for self-proclaimed “foodies.”
How It Works:
1. Partner: Collaborate with popular local eateries, food trucks and chefs to create tasting stops with diverse food selections.
2. Integrate Technology and Engagement: Create an interactive map and digital passport for check-ins... Feature QR codes linking to playlists, polls and branded AR filters.
3. Amplify Social Sharing: Encourage live posting with branded hashtags #ItJustClicksFoodTour, #ATT, #ConnectingChangesEverything... and incentivize user-generated content and leverage local influencers to join the fun. User-generated images can also be used on interactive billboards as part of the It Just Clicks campaign.
4. Align Owned and Earned Media and PR.
Campus Life:
Finding Your New Clique
From interactive games to real-life “meet-ups,” the It Just Clicks campaign places AT&T at the heart of Gen Z’s world for the 18- to 21-year-old segment—college campuses. Campus experiences shape friendships, create lasting memories, and define key moments in people’s lives. By providing seamless support for college sports events and offering students engaging, fun experiences, AT&T will forge a deeper connection with Gen Z.
NCAA Gaming:
Coach Clicks
AT&T partners with NCAA College Football 2026 to introduce Coach Clicks, an AI-powered Virtual Coach that analyzes your play calling and connects you with winning strategies in real time. By mirroring a real coaching staff with real play-by-play breakdowns, coverage insights, and post-play analysis, AT&T strengthens the connection between fans and the game, making every decision feel smarter and more immersive.
Stadium Wi-Fi &
Charging Stations:
AT&T-branded Wi-Fi and charging kiosks help connect with friends and fellow fans without missing a moment of the game. Conveniently located in college stadium concourses, each AT&T charging station gives fans a quick power-up and access to free Wi-Fi. This can also aid AT&T and its social media presence and engagement.
The Interactive Campus Scavenger Hunt
AT&T users on selected college campuses in the targeted DMAs will be able to partake in a campus scavenger hunt. The interactive campus game will help new students connect with classmates while exploring their new campus and town. Participants will receive clues to lead them to locations on campus where they complete challenges, answer trivia, or learn new campus traditions.
Digital:
Connecting it Online
In today's digital landscape, connection is about sparking conversations, inspiring engagement, and making AT&T part of the cultural dialogue. That's where earned and owned media come into play and will work synergistically. Using platforms such as TikTok, YouTube and Instagram, these digital spaces are not just places to scroll; they're where Gen Z connects, shares,and builds their world. Owned media provides a foundation for storytelling, while earned media ensures that the story spreads organically—driving credibility, reach and cultural relevance. As part of paid digital, an influencer strategy will be used to leverage influencers who relate to AT&Tcommunity initiatives and consumer engagement.
Earned Social Media:
Organic social media posts by AT&T will also be utilized to create compelling, shareable content that empowers Gen Zers to take ownership of the message and amplify it within their networks. When Gen Z sees scenarios that are trending or match their lives, they are more likely to interact and—most importantly—share. Agency 576 will spark an AT&T TikTok trend featuring connection. TikToks on "People We Meet On Vacation" and the "Great Roommate Experiment" will spark conversations and engagement.
Owned Social Media:
Sixty-second ads using humor to grab the attention of Gen Zers will be part of the paid digital arm of the It Just Clicks campaign. Each ad draws on common experiences—mistaken identities, awkward dates, memorable friend moments—making them easily shareable and meme-worthy. These paid ads will be featured on YouTube shorts (before YouTube content), Instagram Reels and TikTok "for you" pages.
(Left): "The Wishing Tree" paid social media ad
Influencer Strategy
Zachery Dereniowski
A YouTube and TikTok personality who has accumulated over 6.9 million subscribers due to his uplifting giveaway content and social experiments. AT&T will partner with him to create a series called Connecting with Kindness, which is related to AT&T Disaster Relief initiative. This series will take place where natural disasters have occurred and connect people to disaster relief resources.
Travis Hunter
The Heisman Trophy winner who changed NCAA football forever and has now declared for the NFL Draft in 2025. With 1.9M followers on Instagram, we will utilize his existing passion and support for black entrepreneurs and developers. This collaboration will further support AT&T’s connections to helping start-ups through the AT&T Dream in Black initiative.
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An influencer and entrepreneur with 910K followers on Instagram. She is known for her fashion trends at some of the world's largest tennis tournaments. By partnering with AT&T She’s Connected, Lorenze will feature female-owned products and businesses to help connect them to her large online follower base. The series will also cover a few tips and tricks on how to start a business and make it succeed.
Paige Lorenze
A professional golfer who won the 2022 and 2023 NCAA Championship and became the first woman to win the championship twice. With 106K on Instagram and already being partnered with AT&T She’s Connected, Zhang will conduct interviews/discussions with special guests to help advocate for increased support and visibility of women in sports.